If you’re going to be successful in Facebook advertising, then it is crucial to have a great page for your business to begin with. Your Facebook page will act as a hub for your business and will provide a convenient way for people to reach you to ask questions, learn more about your brand, or just decide to follow you even if they don’t end up clicking on the advert itself.
But what makes a winning Facebook page? How do you ensure that you will be making the right impression and building a big following? Let’s take a look at some tips that will help…
What is absolutely key when creating a great Facebook page or any kind of marketing material, is that you have a strong brand. This should be used to tie your Facebook page, your website and any other elements of your business together in order to create coherence and consistency across your messaging and to help give your campaign a more professional sheen.
The key to this is consistency. That means that every social media channel you are on should use the same imagery with the same logo and same name and this should also be present on your main website. This ensures that your audience will always know that they’re on the right page and will help to reinforce your brand and improve your visibility and awareness.
Note that your branding doesn’t just mean your logo. It also means having the color scheme for instance and the right imagery for your cover image.
Call to Action
It is now possible to include a call to action button right on your Facebook page. This can be something like a link to your website for example and it’s a great way to ensure that your Facebook page helps you to convert visitors into leads and customers.
While your logo and your cover image should somewhat hint at the topic of your site and Facebook page, it will be the description that explicitly lays it out for your audience. This is important as it can help to sell the vision you have for your business and convince more visitors to hit like and become followers.
Again, the key here is coherence and having a single, powerful message throughout all of your marketing materials, your adverts, your logo and your site. This way, you will hopefully strike a chord with your audience and bring more people on board!
One of the great things about Facebook Ads is that it is entirely flexible in terms of your budget. You can set not only how much you are willing to spend per day but also how much you are willing to spend on any single click on your ads.
But while this flexibility is good news when it comes to finding the right audience, it also adds to the challenge somewhat as now you’re going to have to decide how much you should be spending on your ads – with such freedom, there’s a whole lot more to think about!
How do you calculate this and ensure you get it right?
Working Out Your Conversion Rate and Profits
The first thing to do, is to calculate what your precise profit is each time you turn a visitor into a customer. What are your overheads on each product (your ‘cost of goods sold’) and what is your asking price?
Next, ask yourself what your conversion rate is. For every 1,000 people who visit your website, how many people buy a product? It might be one, it might be .01 or it might be 50. Whatever the case, this will now allow you to work out how much each visitor is worth to you.
So if you have 1,000 visitors and 2 of them earn you $30, you’re making $60 per 1,000 visits. That means that your visitors are worth 6cents each to you. That in turn means that you can afford to pay 6 cents per click and guarantee you will breakeven. If you pay 5 cents per click, you should be guaranteed to make a profit.
There are a few complications and considerations however that make this a little less straightforward than it may initially appear.
For starters, you need to consider what your ‘customer lifetime value’ is (CLV). In other words, some customers might order more than once and that means you can afford to pay a little more.
The other thing to consider is your cash flow – and the fact that you might not perfect your adverts right away. You need to save a little budget in order to experiment with things like targeting and therefore to get the perfect conversion rate. Make sure you don’t burn through your entire budget on day one then and save some for experimentation!
When scrolling through your Facebook home feed, some adverts will instantly catch your eye, whereas others you’ll simply pass-by.
So what is the difference between these? Which ones really grab your attention and which ones fail to make any impression?
Often, the difference comes down to the image that is used. While a headline can make a big difference too, an image can convey a lot more information in a much shorter time and as such is potentially more potent when it comes to quickly getting us to sit up and take note.
This then begs the question as to what it is exactly about certain images that makes us pay attention. And how can you channel this in your own advertising campaigns in order to ensure that you get the maximum bang for your buck?
Images That Grab Attention
The first thing to think about is what type of image gets us to look up in the first place. Studies show for example that images of people are more likely to get us to pay attention than any other object or subject matter. We are simply hardwired to pay attention to faces and other humans because it has clear evolutionary value.
The other type of image that grabs attention is anything that uses high contrasting colors. If your images are bright red or yellow, then this will make them pop off the page more. Red in particular always makes us take notice and this works particularly well on the light blue/white background of Facebook’s UI.
Tell a Story
Getting attention is your first objective. Getting your audience to actually engage with the advert and consider clicking it is the next.
To do this, it can help to try and tell a story through your image. Don’t simply show what it is you want your audience to think about but instead try to evoke it and hint at it. For example, if your advert was about a party, then it might actually work better to show a lipstick stained glass rather than showing the party itself. This forces the viewer to imagine what the image is trying to show, which instantly grabs their attention and makes them more inclined to actually think about your advert versus scrolling past.
What you want them to imagine meanwhile is always going to relate to your value proposition. In other words, ask yourself what kind of lifestyle is linked to your product and how you want your audience to feel looking at it.
The right copywriting for your Facebook ads can absolutely supercharge your profits and help you to see breakthroughs in your sales and conversion rates. While targeting and your choice of image are important, it’s the text on your ad that will eventually cause viewers to either click or pass up on your ad and this is why you need to think carefully about how best to phrase it.
This post will help you get your copy just right for getting the right kind of person to click on your ads and hopefully order your products and services.
The first thing you need to concentrate on is the way you write the heading of your advert, which is initially what will grab attention and ensure people take notice of your ad. Remember though, the objective is not to get lots of clicks but rather to get the right people to click. Thus, you may find it actually makes sense to try and put some people off of clicking your ads so that you aren’t paying for visitors who won’t be interested in your brand. Make it very clear what it is you’re selling/what your site is about and even consider including the price in your ad.
You only have a very limited number of characters to play with in your description so it needs to be good. Try to make your product sound appealing by focusing on the value proposition – how will your customers’ lives be better as a result of ordering your product?
At the same time, think about how you can remove the barriers to sale. These are the concerns that might prevent people from wanting to buy your products – perhaps they’re worried it won’t do what they want it to, or maybe they’re concerned about buying from an unknown brand. Making it clear that you offer a money back guarantee can help for instance, as can making it clear that your order process is very quick and easy.
Finally, remember that you can show a lot more information in an image. Think about what your image will be before you write your text as this way you can ensure that the two complement one another rather than covering the same ground and essentially becoming redundant.
Don’t forget to experiment and to try altering your text over time to see if it can improve your CTR and conversions!
One of the biggest advantages of Facebook Ads is the ability to target your ads specifically at particular audiences. This means that you can ensure only people who are likely to want to buy from you see your ads and that you aren’t wasting any of your budget on clicks that don’t end up converting.
Facebook, like many other social networks and advertising platforms, allows you to target your ads based on all the usual demographics such as age and sex. Where Facebook goes above and beyond though, is in providing you with advanced tools to target people by a range of different factors. Consider some of these impressive options and build them into your own campaign.
More Specific Targeting
Firstly, Facebook Ads allows you to target your audience based on a lot more metrics than just those main two. You can also target based on location for instance, by selecting a location on a map and then deciding how far outside that location you want your marketing to spread.
Better yet, you can also target your audience based on their hobbies and interests ñ so that you could sell a weights bench only to fitness fanatics for instance. You can also look at your audience based on things like their likelihood of owning property, thereby ascertaining whether or not they’re likely to have the space for your weights bench.
Being able to choose these specific stats and show ads accordingly would be impressive enough on its own. However, Facebook goes above and beyond by allowing you to filter your audience by looking for specific combinations of those elements and even by excluding people in certain groups!
Like Google AdWords, Facebook Ads also offers the handy ability to remarket. This means that your showing people ads after they have already been to your website and shown an interest in what you’re selling. If someone lingers on the checkout button and changes their mind for instance, you can later show them your advert at a time when they may be filling a little more impulsive.
Even more handy is the ability to create your own custom audience. You can do this by using emails collected for a mailing list for example and Facebook will then attempt to assign each of those emails to a relevant Facebook contact. They can even find you more people to advertise to who fall into similar categories based on your list!